Thursday, 19 January 2012

HOW TO GIVE A BETTER SPEECH THAN OBAMA and change your world - (A Pepsi Challenge) Darren Kelly, Kellcomm, Blog - Day 59

Hi,

This is the kind of story that offers a leader a major challenge. In 1993, a man in the USA claimed he had discovered a used syringe in a can of Pepsi after he drank it. He said he noticed the syringe as he emptied the final contents of the can into his sink. Other people came forward within a week to make similar claims.

Craig E. Weatherup was the CEO of Pepsi-Cola in North America at the time. Weatherup provided a lesson for any CEO who faces a crisis born out of malice. Firstly, he ensured every Pepsi employee was kept up to date with the strategy being executed by the crisis team of four people. Secondly, Weatherup allowed the media to come inside the company so he could show the world how Pepsi was canned. With the help of the FDA, he proved that it was impossible for a syringe to enter a Pepsi can. Weatherup decided to be proactive with the media, and he appeared on high profile shows such as Larry King Live. He also decided to place full page ads in over 200 newspapers to reassure customers that the Pepsi brand was safe to enjoy.

Tomorrow, I will reveal how panic statements in a crisis can magnify a leader’s problem.

Take care,

Darren.

PS: 'HOW TO GIVE A BETTER SPEECH THAN OBAMA and change your world' - is available on iTunes and Amazon NOW!Audio Version only.Text version out January 31st.